Ogilvy & Mather Breaks $100 Mil. IBM Campaign
NEW YORK—IBM this week breaks a $100 million campaign touting its consultants as "People who get it. People who get it done." The campaign, via Ogilvy & Mather in New York, features actual IBM employees. One features a head shot of a smiling IBM team executive and notes that he "managed a team at a major publisher that brought sales of books, music and videos online—from design to deployment—in under five months." Copy mentions goals such as higher profits, earnings and customer retention. IBM spent about $400 million last year, according to CMR.
CNN Review Back on Track
NEW YORK—After a three-month lull, CNN has resumed contact with prospective agencies, many of which were approached earlier this year about a corporate ad assignment, sources said. A client representative confirmed the network has split with incumbent Messner Vetere Berger McNamee Schmetterer/Euro RSCG in New York, but declined further comment. In February, CNN asked shops that included GSD&M in Austin, Texas, Publicis & Hal Riney in San Francisco, Leo Burnett in Chicago and New York shops Deutsch, Young & Rubicam and Merkley Newman Harty, to submit reels and case histories, sources said. Last year, MVBMS won $50 million in consolidated ad duties on both CNN.com and CNN, but work never materialized.
DreamWorks Talking Spot With Shops
LOS ANGELES—DreamWorks SKG is contacting undisclosed media agencies about a spot broadcast-buying project, sources said. One source said it appears the majority of DreamWorks' $150 million media business, handled by GSD&M in Austin, Texas, is not threatened by this initiative. Sources said DreamWorks is interested in seeing if the studio can get more efficiency out of its local broadcast efforts, which totaled an estimated $30-40 million in 2000.
The New York State Lottery is expected to cut to four shops by month's end in the review for its estimated $60 million account, sources said. Contenders are incumbent Grey, DDB, The Wolf Group, McCann-Erickson, Bates and Publicis, all New York. … A decision is expected this week in the review for Coca-Cola's estimated $30 million PowerAde account, sources said. Four Coke roster shops made final pitches last week. Cliff Freeman and Partners and Berlin Cameron & Partners, both in New York, pitched on Thursday; incumbent McCann-Erickson in New York and Wieden + Kennedy in Portland, Ore., presented on Friday. … Jiffy Lube will narrow to three to four finalists for its $18 million account this week, after client officials finish a round of meetings with undisclosed shops. A decision is expected by the end of May. … Barnes & Noble has hired Digitas as its lead agency, replacing incumbent TBWA\Chiat\Day in New York, which parted with the client in November. Media spending was $15 million in 2000, per CMR. … Sara Lee Coffee & Tea has put its estimated $5-10 million account for its Chase & Sanborn, Chock Full O'Nuts, Hills Bros. and MJB brands in review, sources said. Incumbent Gotham in New York is not defending … SilverSea Cruise Line tapped Select Resources International to conduct a review for an ad assignment. Sources said Miami's Crispin Porter + Bogusky and Ground Zero in New York are contenders.